| 广告经济学的实证研究述评 |
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| 引用本文： | 杨跃之. 广告经济学的实证研究述评[J]. 南京经济学院学报, 2011, 0(1): 48-52 |
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| 作者姓名： | 杨跃之 |
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| 作者单位： | 南京邮电大学继续教育学院,江苏南京210003 |
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| 摘 要： | 本文在回顾相关文献的基础上,从广告投入与销售量、广告投入与品牌忠诚度和市场份额的稳定性以及广告投入的规模经济性三个方面对广告的经验研究进行了评述,认为目前广告经验研究的不足在于研究的对象上缺乏厂商层面的经验研究,以及对于广告的内生化处理方面存在缺陷。
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| 关 键 词： | 广告投入 广告经济学 实证研究 |
Empirical Research Review on Advertising Economics |
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| Yang YueZhi. Empirical Research Review on Advertising Economics[J]. Journal of Nanjing University of Economics, 2011, 0(1): 48-52 |
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| Authors: | Yang YueZhi |
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| Affiliation: | Yang YueZhi(School of Continuing Education,Nanjing University of Posts and Telecommunications,Nanjing 210003,China) |
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| Abstract: | On the basis of an overview of relevant documents,the paper make empirical analysis on the relation between the advertising and sales、brand loyalty and market-share stability and advertising scale on the research of advertising.The research on the firm level is shortage and there are some questions with the proper treatment of advertising with endogeneity concerns. |
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| Keywords: | advertising input advertising economics empirical analysis |
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